10 Powerful Digital Marketing Tactics Every College Needs to Drive Enrollment

Table of Contents:

1. Why Digital Marketing is Essential for Higher Education
2. 10 Digital Marketing Tactics for Colleges and Universities

• Boost Organic Traffic with Effective SEO Strategies
• Turn Leads into Customers with Proven PPC Strategies
• Keep Students Engaged with a Strong Content Marketing Strategy
• Tap into the Potential of Social Media for Higher Ed Outreach
• Enhance Support and Efficiency with Chatbot Technology
• Drive Enrollments with Hyper-Targeted Geotargeting & Geofencing Ads
• Stay Top-of-Mind with Retargeting Campaigns That Convert
• Nurture Prospective Students with Smart Email Marketing Sequences
• Bring Your Campus to Life with Video Marketing & Virtual Tours
• Build Trust and Credibility with Reputation Management

3.  Why Salem Surround is the Right Partner

4. Contact Us for a Free Digital Presence Evaluation

 Why Digital Marketing is Essential for Higher Education

Prospective students are looking for their next big opportunity online, with 90% of high school students actively using the internet. It's crucial for universities to strengthen their digital presence to attract prospective students. University enrollment marketing is tough, largely because it targets a variety of groups, including undergraduates, graduate students, and parents.

With digital marketing, you can meet the unique needs of each group by implementing strategies that will effectively increase enrollment numbers.

At Salem Surround, we know how to help your institution stand out, reach the right students, and increase enrollment. With our tailored strategies, we ensure you’re connecting with prospective students where they’re most active.

We’ve put together 18 digital marketing tactics that can help your school attract more students, build its brand, and ultimately see higher enrollment rates.

10 Digital Marketing Strategies for Universities and Colleges

Getting students to notice your college or university takes more than just a solid academic program, you need a marketing strategy that actually reaches them. That’s where Salem Surround comes in. We use data-driven tactics like SEO, PPC, geotargeting, and retargeting to connect with prospective students where they spend their time online. Whether you want to boost visibility, drive enrollments, or keep students engaged, we’ve got the tools and expertise to make it happen. Let’s get to work.

Boost Organic Traffic with Effective SEO Strategies

What is Higher Education SEO

Regardless of your industry a SEO (Search Engine Optimization) strategy is imperative. For colleges and universities, a well-executed SEO strategy isn’t just about getting more website traffic but more so about getting the right traffic. What the right traffic looks like all depends on who your target audience is, for most colleges and universities that's  prospective students, but let’s be real, that’s not just one type of person. Students today are diverse, with different backgrounds, needs, and search habits. Some are fresh out of high school looking for the full campus experience, while others are working professionals hunting for flexible online programs. Some care about rankings, while others prioritize affordability, student life, or job placement rates.

That’s why a one-size-fits-all SEO approach won’t cut it.  Your college or university needs a strategy that speaks directly to the students you want to attract. Whether it’s optimizing for “best criminal justice programs for veterans” or “affordable MBA with evening classes,” SEO needs to align with real student searches. The goal? Not just more traffic, but the right traffic that actually leads to inquiries, applications, and enrollments.

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How Search Intent and Content Shape Your SEO Strategy

What students type into Google isn’t random and prospective students don’t just wake up one day and apply to a college. That’s why understanding search intent is key. Their journey involves multiple steps, each with its own set of search queries. By understanding these different types of searches, you can create content that meets students at every stage, guiding them from curiosity to application.

For colleges and universities, search intent typically falls into three categories:

• Informational Searches – At the beginning of their journey, students are gathering general information. They might be searching for “best colleges for business majors” or “how to apply for FAFSA.” At this stage, your content should focus on providing helpful, in-depth answers that build trust and establish your institution as a valuable resource.

Content Strategy: Create blog content that answers common student questions, such as “What Can You Do with a Psychology Degree?” or “How to Choose the Right College Major.” These types of posts attract prospective students early in their journey and position your school as a go-to source for guidance.

• Comparative Searches – Once students have a better idea of their options, they start making comparisons. They might search for “private vs. public universities” or “top nursing schools in Texas.” This is where you need to showcase your institution’s strengths through program pages, rankings, student testimonials, and faculty expertise.

Content Strategy: Publish content that highlights key differentiators, such as “5 Reasons Our Business School Ranks Among the Best” or “How Our Online MBA Stands Out from the Competition.” This content helps students make informed decisions while subtly positioning your institution as the best choice.

• Transactional Searches – When students are ready to take action, their searches become more direct, such as “apply to XYZ University” or “schedule a campus tour at ABC College.” At this point, your website should make it easy to navigate applications, request information, or register for an open house.

Content Strategy: While blog content is less critical at this stage, it can still support conversions. Posts like “5 Steps to a Smooth College Application Process” or “How to Nail Your College Admissions Interview” can reassure students and encourage them to take the next step.

Understanding these search behaviors allows your institution to create targeted content that moves students through the decision-making process. By aligning your SEO strategy with search intent, you’re not just increasing website traffic, you’re attracting high-intent visitors who are more likely to convert into applicants.

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Turn Leads into Customers with Proven PPC Strategies

Building a strong organic SEO strategy is just one piece of the puzzle. While SEO helps attract prospective students over time, sometimes you need faster, more immediate results, and that’s where pay-per-click (PPC) advertising comes in.

With the right PPC strategy, your college or university can get in front of high-intent students the moment they’re searching for programs, admissions information, or financial aid options. Unlike SEO, which takes time to gain traction, PPC puts your institution at the top of search results instantly, making it a powerful tool to drive inquiries, applications, and enrollments.

With platforms like Google Ads and Bing Ads, you can:

• Target high-intent keywords that match what students are searching for.
• Write a compelling ad copy that speaks directly to their needs.
• Send them to dedicated landing pages optimized for conversions.
• Use smart bidding strategies to maximize your budget and ROI.

Unlike traditional ads, PPC is completely data-driven, so you can track every click, conversion, and dollar spent, allowing you to constantly refine and improve your strategy.

Ready to launch a PPC strategy that drives enrollments?

Keep Students Engaged with a Strong Content Marketing Strategy

Attracting prospective students is just the beginning. To guide them through the decision-making process, and keep them engaged once they enroll, your college or university needs a strategic content marketing approach.

Content marketing is more than just writing blog posts or posting on social media. It’s about creating valuable, relevant, and engaging content that speaks directly to students' interests, concerns, and goals. In fact, 60% of people enjoy reading useful content from brands, which means if your institution is providing the right content at the right time, students are more likely to stay engaged and move toward enrollment.

A strong content strategy ensures that your institution remains top-of-mind, builds trust, and nurtures relationships with both prospective and current students. Now, let’s break down how to develop a content marketing strategy that keeps students engaged from inquiry to graduation.

Tap into the Potential of Social Media for Higher Ed Outreach

Social media isn’t just for entertainment, it’s one of the most powerful tools colleges and universities can use to connect with prospective students, engage current students, and build a strong online presence. With approximately 94% of Gen Z using social media today, higher ed institutes can’t afford to treat social platforms as an afterthought.

But let’s be clear, having an account and posting occasionally isn’t a strategy. To get real results, your institution needs a targeted, data-driven approach that meets students where they are and keeps them engaged throughout their journey. From organic content to paid advertising, let’s explore how social media can transform your student outreach efforts.

Choosing the Right Platforms: Where Are Students Engaging?

Not all social media platforms serve the same purpose, and each attracts different types of student engagement. Your strategy should prioritize the platforms where prospective and current students are most active.

Breakdown of Key Platforms for Higher Ed Marketing

• Instagram – Ideal for visual storytelling, campus culture, and student life. Use Reels, Stories, and behind-the-scenes content to showcase what makes your institution unique.
• TikTok – The go-to platform for short-form, engaging content. Great for reaching prospective students through trends, student takeovers, and quick, informative videos.
• YouTube – Perfect for in-depth content like virtual tours, faculty interviews, and student testimonials. More than 50% of Gen Z prefers video over any other content format. 
• LinkedIn – Essential for graduate programs and professional networking. Alumni success stories, career placement stats, and industry partnerships thrive here.
• Facebook – Still valuable for parent engagement, alumni relations, and event promotion. While younger students may not be as active, their parents and guardians are.
• X (formerly Twitter) – Useful for real-time updates, student engagement, and live Q&A sessions. Less about visuals, more about conversations.

Strategy Tip: Instead of trying to be everywhere, focus on the platforms that align with your audience and goals. A TikTok-first strategy might work for undergraduate recruitment, while LinkedIn is better suited for MBA and executive education programs.

Leveraging Paid Social Media for Higher Conversions

Organic reach is valuable, but the reality is social media algorithms don't always work in your favor. Paid social ads allow you to target the right students with precision and get your message in front of high-intent prospects.

Key Paid Social Strategies for Higher Ed

• Geotargeting & Geofencing – Serve ads to students in specific high schools, college fairs, or competitor campuses.
• Lookalike Audiences – Reach new students who have similar interests and behaviors as those who have already engaged with your institution.
• Retargeting Campaigns – Follow up with students who visited your website but didn't apply, keeping your school top-of-mind.
• Lead Generation Ads – Collect student inquiries directly from Instagram, Facebook, or LinkedIn without them ever leaving the platform.

Creating Engaging Content That Resonates with Students

Students scroll past countless posts every day—so if your content doesn’t grab attention fast, they’ll keep moving. The key is to create authentic, visually appealing, and relevant content that keeps them engaged.

Content Types That Perform Well

• Student Takeovers & Testimonials – Real students sharing real experiences.
• Behind-the-Scenes Campus Life – Dorm tours, study spots, and everyday moments.
• Short-Form, Trend-Driven Content – TikTok and Instagram Reels showcasing campus culture.
• User-Generated Content (UGC) – Encourage students to share photos and videos using branded hashtags.
• Interactive Content – Polls, Q&As, and countdowns for key deadlines.

The best content feels genuine, relatable, and student-led. Avoid overly polished corporate-style posts—they don’t perform as well.

Enhance Support and Efficiency with Chatbot Technology

Today’s students expect instant answers, whether they’re asking about application deadlines, financial aid, or campus life. A chatbot can provide 24/7 support, ensuring prospective and current students get the information they need—without long wait times or missed opportunities.

How Chatbots Improve Higher Ed Engagement

• Instant Responses, Anytime – Students can get immediate answers to FAQs, even outside of office hours.
• Personalized Guidance – AI-powered chatbots can direct students to the right resources, from admissions pages to scholarship applications.
• Increased Efficiency – Chatbots handle routine inquiries, freeing up admissions and support staff to focus on more complex student needs.
• Higher Conversion Rates – Engaging prospects in real-time keeps them on your site longer and increases the likelihood they’ll apply or schedule a tour.

Drive Enrollments with Hyper-Targeted Geotargeting & Geofencing Ads

Reaching the right students at the right time is key to increasing enrollments, and geotargeting and geofencing ads make it possible. These strategies allow colleges and universities to serve location-based ads to prospective students, ensuring the message reaches those most likely to apply.

How It Works

• Geotargeting – Delivers ads based on a student’s location history and behaviors.
• Geofencing – Triggers ads when students enter a specific area, like high schools, test centers, or competitor campuses.

Why It Matters

• Increase Enrollment Inquiries – Target students where they’re actively considering college options.
• Outperform Competitors – Reach students visiting other campuses and highlight your programs.
• Maximize ROI – Serve ads to high-intent audiences for better conversion rates.

Geotargeting and geofencing give your school a competitive edge by putting your ads in front of the right students, exactly when it matters most.

Stay Top-of-Mind with Retargeting Campaigns That Convert

Most prospective students don’t apply the first time they visit your website. Retargeting keeps your school in front of them, reminding them why your institution is the right choice.

Why Retargeting Works

• Reconnect with Interested Students – Show ads to students who visited your site but didn’t apply.
• Personalized Messaging – Deliver tailored ads based on programs they viewed.
• Increase Applications – Keep your institution top-of-mind throughout their decision-making process.

Retargeting ensures students don’t forget about you—nudging them toward enrollment at just the right time.

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Nurture Prospective Students with Smart Email Marketing Sequences

Email remains one of the most effective ways to engage prospective students, nearly 90% of high school students use email at least once a week, and 94% open emails from colleges and universities. The problem? Only 20% remember receiving an email from a specific school.

At Salem Surround, we know how to create emails that get noticed and drive action. Here’s how we helped a charter school in San Antonio increase applications using a targeted email campaign.

Case Study: Driving Enrollment with Targeted Email

A classical charter school in Northwest San Antonio was preparing to open and needed to increase applications before the end of their lottery period. They had billboards and radio ads running but needed a more direct way to reach parents actively looking for school options.

We launched a targeted email campaign to complement their media strategy, ensuring their message landed in front of the right audience. The results:

• 17.6 percent open rate, outperforming industry averages
• 1.25 percent click-through rate, with engaged parents taking action
• A noticeable increase in school registrations during the campaign

What the client had to say:
"Parents are looking for high-quality, tuition-free educational options for their children, and Salem Surround helped us connect with thousands of those parents in the area. The positive response has been significant and exciting!" – Erin Fonner, Director of Marketing & Communications

Email marketing works when done right. Students and parents are opening your emails—let’s make sure they take the next step.

Let’s launch your email campaign.

Bring Your Campus to Life with Video Marketing & Virtual Tours

With video consumption surpassing TV viewing year over year, students expect more than just static images and text. Video marketing is one of the most effective ways to engage prospective students, showcase campus life, and drive enrollment decisions.

The Power of Video for Higher Ed

• Campus Tours – Give students an inside look at dorms, classrooms, and student life—no matter where they are.
• Student Stories & Testimonials – Real experiences from real students build trust and authenticity.
• Admissions Explainers – Clear, concise videos breaking down the application process, deadlines, and financial aid.
• OTT & CTV Advertising – Highly targeted video ads on streaming platforms like Hulu, Roku, and YouTube put your school in front of the right audience.

Video Marketing vs. Video Advertising

• Video Marketing – Builds long-term engagement through YouTube, virtual tours, and student-led content.
• Video Advertising – Paid campaigns on social media and streaming platforms designed to increase awareness and conversions quickly.

Build Trust and Credibility with Reputation Management

Your school’s reputation isn’t just about rankings—it’s about what students, parents, and alumni are saying online. Research shows that 98% of consumers read online reviews before making decisions, and schools are no exception. Parents and students rely on reviews to gauge the quality of an institution, influencing their choice to apply and enroll.

How We Protect Your Brand

• Monitor Reviews & Mentions – Stay ahead of public perception with proactive tracking.
• Encourage Positive Feedback – Highlight student success stories and alumni achievements.
• Address Concerns Professionally – Respond to negative reviews in a way that builds trust.

A strong online reputation increases credibility, boosts enrollments, and sets your institution apart from the competition.

Let’s strengthen your reputation today. 

Let’s Elevate Your Higher-Ed Marketing Strategy

Attracting and enrolling students takes more than just great programs—it requires a smart, data-driven digital marketing strategy that puts your institution in front of the right students at the right time.

Whether it’s SEO, PPC, social media, geotargeting, video marketing, or reputation management, Salem Surround has the expertise to help colleges and universities increase visibility, drive engagement, and boost enrollments.

Ready to build a marketing strategy that delivers real results?